E-Commerce Platform Redesign
Increased conversion rate by 34%
Users were abandoning carts at a 72% rate due to a confusing checkout flow and lack of trust signals.
Simplified the checkout to 3 steps, added progress indicators, and introduced social proof throughout the funnel.
34% increase in conversion rate, 28% reduction in cart abandonment within 60 days of launch.
Led end-to-end design from research through handoff. Conducted user interviews and usability testing.
The Problem
The existing checkout experience was built incrementally over 3 years without a cohesive design strategy. Users faced a 7-step checkout process with no clear progress indication, leading to confusion and drop-off at every stage.
“"I got to the payment page and wasn't sure if my items were still in the cart." — User interview participant
Research & Discovery
I conducted 12 user interviews, analyzed 3 months of Hotjar session recordings, and performed a competitive audit of 8 leading e-commerce platforms. Three key themes emerged: users wanted visibility into their order at all times, trust signals before entering payment info, and the ability to edit their cart without losing progress.
Design Process
Starting with low-fidelity wireframes, I explored multiple checkout flow patterns. The key insight was that a persistent order summary sidebar reduced anxiety and kept users oriented throughout the process.
Iteration & Testing
I ran 3 rounds of usability testing with 5 participants each. The first iteration revealed that users still missed the progress indicator — I increased its visual weight and added step labels. The second iteration showed a 90% task completion rate.
Final Solution
The final design features a streamlined 3-step checkout with a persistent order summary, inline validation, trust badges, and a guest checkout option. Every decision was backed by user research and testing data.
Results
Within 60 days of launch, the redesigned checkout flow delivered measurable improvements across all key metrics. Customer support tickets related to checkout dropped by 45%, and the NPS score for the purchase experience increased from 32 to 58.
Reflection
If I could do this project again, I would have involved engineering earlier in the ideation phase. Some of my initial concepts required custom payment integrations that weren't feasible within the timeline. Earlier collaboration would have surfaced these constraints sooner and saved a week of design iteration.